Green Tourism's Influence on Holiday Booking Decisions: Thomas Cook

This case study assesses the impact of green tourism on tourist decision-making while booking holidays with Thomas Cook, UK. It aims to analyze the importance of green tourism for Thomas Cook, evaluate the relationship between green tourism and tourist decision-making, identify the advantages of green tourism for the company, and recommend alternative strategies for influencing tourist decisions. The research uses a valid methodology to ensure the authenticity of the information gathered. Key themes explored include the strong relationship between green tourism and tourist decision-making, the importance of adopting green tourism practices for tourist satisfaction, Thomas Cook's environmental responsibility, the long-term importance of green tourism for the company's sustainability, the influence of green tourism practices on tourist decisions compared to other factors like discounts and prices, and the benefits of improved relationships with tourists through green initiatives. The study also examines employee engagement in eco-friendly service delivery and the potential for increased customer base through improved green tourism practices. The research references various sources to support its findings and analysis.

Outcomes of the
research
TASK 4

Research Aim & Objectives
Aim: To assess the impact of green tourism on tourist decision making while booking holiday – a case study
on Thomas Cook, UK
 To analyse the importance of green tourism for Thomas Cook , UK
 To evaluate the relation between green tourism and tourist decision making in Thomas Cook while booking
holiday
 To identify the advantages of green tourism for Thomas Cook, UK
 To recommend different ways other than green tourism that Thomas Cook can use for influencing decision
making of tourists

Validity of Methodology
It states about the authenticity of information and the extent to which methods and techniques of
research can be applied by the scholar so that most effectual results can be gained. It can be said
that if data will be valid then it means that the most suitable information has been accumulated
by the researcher on assessing the impact of green tourism on tourist decision making while
booking holiday offered by Thomas Cook, UK.

Theme 1: There is strong relationship in between
green tourism and tourist decision making while
booking holiday.
Yes
No
0 5 10 15 20 25 30
No. of respondents

Theme 2: For rendering high level of satisfaction to
tourists, adopting green tourism practices is
important for Thomas Cook, UK.
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 2 4 6 8 10 12
No. of respondents

Theme 3: Thomas Cook is running its business
in an environmentally responsible manner.
Yes
No
0 5 10 15 20 25
No. of respondents

Theme 4: In order to sustain in the long run, green
tourism is highly important for Thomas Cook, UK.
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 2 4 6 8 10 12 14 16 18
No. of respondents

Theme 5: Green tourism practices influences
decision of tourists the most while booking holiday
offered by Thomas Cook, UK.
Green tourism practices
Offers on packages
Prices of services
Discount
0 2 4 6 8 10 12 14
No. of respondents

Theme 6: Improved relationship with tourists is the
major benefit that Thomas Cook can have by
implementing green tourism.
Reduction in costs
Reduced negative impacts on society
Increased employee’s satisfaction
Improved relationship with tourists
0 2 4 6 8 10 12 14
No. of respondents

Theme 7: Employees of Thomas Cook are
offering services in an eco-friendly manner.
Yes
No
0 5 10 15 20 25 30
No. of respondents

Theme 8: Improved green tourism practices will
lead to increased customer base of Thomas Cook.
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 2 4 6 8 10 12 14
No. of respondents

REFERENCES
Hassan, A., 2010. Linking quality assurance to human resource management: a study of SMEs in
Malaysia. International Journal of Quality & Reliability Management. 27(6). pp. 641–657.
Guest, G., MacQueen, K. M. and Namey, E. E., 2011. Applied Thematic Analysis. SAGE
Publications.
Jackson, S., 2010. Research Methods: A Modular Approach. USA: Cengage Learning.
Johnson, B. and Christensen, L., 2010. Educational Research: Quantitative, Qualitative, and
Mixed Approaches. UK: SAGE.
Lemeshow, S. and Levy, P.S., 2011. Sampling of Populations: Methods and Applications. 4th ed.
John Wiley & Sons.
Miller, T. and et. al., 2012. Ethics in Qualitative Research. SAGE.

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